Purpose-Driven Companies Reap Rewards of Success

When CIOs and other executive leaders convey a strong sense of purpose behind their company's strategies, they help drive their organization toward a wide range of positive, revenue-influencing outcomes, according to a new survey from Deloitte. The accompanying report, "Culture of Purpose: Building Business Confidence; Driving Growth," reveals that businesses which rank high on purpose-based qualities are better positioned for brand strength and customer loyalty, revenue growth, and agility amid disruptive market changes. Their employees are more likely to buy into corporate strategies, while placing greater trust in the capabilities of their leadership team. In other words, expressing commitment to admirable values is more than the right thing to do. It's the smart thing to do. "Evidence is mounting that focusing on purpose rather than profits is what builds business confidence," says Punit Renjen, chairman, Deloitte LLP. "This is a critical finding—and underscores the significant impact a 'culture of purpose' can play in fostering a thriving business community." More than 1,050 U.S. executives and employees took part in the research. For more about the survey, click here.

1 of

Top Perceived Purposes of Organizations

To provide business services and products that have a meaningful impact on customers: 89%, To deliver business services and products that benefit society: 84%, To ensure employees receive education, experience and mentorship benefits: 77%

Positive Vibes

91% of execs and employees at organizations with a strong sense of purpose feel their company will maintain or strengthen its brand reputation and customer loyalty, as opposed to 49% of those at organizations without a strong sense of purpose.

Solid ROI

83% of those at companies with a strong sense of purpose say their organization will deliver strong growth and returns, compared to 49% of those at businesses without a strong sense of purpose.

Forward Movement

83% of these respondents say their company will stay ahead of industry disruptions, while just 42% of those at organizations without a strong sense of purpose agree.

Standard Setter

80% say their organization will remain or emerge as an industry leader, as opposed to 48% of those at businesses without a strong sense of purpose.

Meaningful Edge

79% say their organization will outperform the competition, compared to 47% of those at companies without a strong sense of purpose.

Long-Term Commitment

92% say their clients have long-lasting relationships with their company, while 69% of those at organizations without a strong sense of purpose feel this way.

Vote of Confidence

81% say their stakeholders trust their company's leadership, compared to just 54% of those at organizations without a strong sense of purpose.

Intrinsic Value

78% say their work colleagues share in the organization's culture and beliefs, as opposed to 32% of those at businesses without a strong sense of purpose.

Customer Service

38% of respondents at organizations with a strong sense of purpose say their company's top priority is making a positive impact on clients. But just one-fifth of those at businesses without a strong sense of purpose agree.

Short-Term Thinking

45% of those at organizations without a strong sense of purpose say meeting short-term financial goals is their company's top priority, while just 16% at businesses with a strong sense of purpose agree.